Marketing in Aviation
Overview
At the conclusion of this unit, students should have a good understanding of the way in which Marketing affects Air Transportation. Additionally, students should gain sufficient insights into wider business issues relating to this highly regulated and complex industry, including yield management and alliances.
Requisites
02-November-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Outline the concepts involved in the discipline of Marketing
- Identify and describe various market research techniques
- Develop a marketing structure for an airline and an airport
- Describe the role of selling and promotion in air transport marketing
- Identify key strategies which have a marketing impact; especially yield management and alliances
- Describe how marketing practices tie in with airline business operations
- Demonstrate through individual written communications specialised knowledge with regard to marketing concepts and practices in the air transport industry
Teaching methods
Hawthorn Online
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Unspecified Learning Activities (Phasing out) Independent Learning | 8.50 | 12 weeks | 102 |
| Online Contact (Phasing out) Online Learning Activities | 4.00 | 12 weeks | 48 |
| TOTAL | 150 |
All Applicable Locations
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Contact (Phasing out) Online Learning Activities | 4.00 | 12 weeks | 48 |
| Unspecified Learning Activities (Phasing out) Independent Learning | 8.50 | 12 weeks | 102 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment 1 | Individual | 25% | 1,2,3,4,7 |
| Assignment 2 | Individual | 35% | 1,3,5,6,7 |
| Assignment 3 | Individual | 40% | 1,2,5,6,7 |
Hurdle
As the minimum requirements of assessment to pass a unit and meet all ULOs to a minimum standard, an undergraduate student must have achieved:
(i) An aggregate mark of 50% or more, and(ii) Must complete all assignmentsStudents who do not successfully achieve hurdle requirements (ii) in full will receive a maximum of 45% as the total mark for the unit.
Content
- Introduction to Marketing
- Marketing research
- Advertising and promotion
- Marketing related strategies
- Creating a marketing organisation
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.